YouTube, in collaboration with Cafe24, a KOSDAQ-listed e-commerce solutions company, introduced a shopping store function in South Korea—a world first for the platform. (Image courtesy of Cafe24) SEOUL, Jun. 25 (Korea Bizwire) – In a surprising turn of events, South Korea has become the latest battleground for global e-commerce giants, with YouTube making an unprecedented move to launch its first shopping-dedicated store feature in the country.
On June 23, industry sources revealed that YouTube, in collaboration with Cafe24, a KOSDAQ-listed e-commerce solutions company, introduced a shopping store function in South Korea—a world first for the platform. This new feature allows customers to purchase products seamlessly while watching live commerce or video-on-demand content, marking a significant evolution from the previous method of redirecting users to separate online stores. YouTube’s entry into the Korean e-commerce market follows in the footsteps of Chinese platforms like AliExpress, Temu, and Shein, intensifying competition in an already crowded field.
The decision to debut this feature in South Korea, rather than in YouTube’s home market of the United States or Europe, has caught the attention of industry insiders. Google, YouTube’s parent company, invested 26 billion won in Cafe24 last December, signaling its commitment to this venture. This direct investment in a listed company, regardless of nationality, is considered unusual for Google and has led to spec.
